When she found herself a team of one after her co-worker took another job, the Atlanta Hawks & State Farm Arena's Charma Parker knew her higher-ups wanted her to be duck-like. Quack! How so? "Calm on top but paddling like hell underneath."

EAB's Doug Henderson pointed to the new slang word for growing up -- adulting -- by which these kids see mail with their names on them and begin to identify as adults. "They expect to get mail from colleges," he said, "not tweets."

As any online marketer knows, there is fraud. That happens when a customer claims an item ordered is missing. How to cover one's tush? Take a photo of the box before it's sealed. Problem solved.

"AI will relentlessly pursue whatever metric you've set up for it, so "be careful what you wish for." The most important thing to get right about AI is defining the success metric. AI approaches work, but the impact can be unexpected.

TaylorMade's John Gonsalves said the really interesting part is the on-course data, "what happens out in the wild": location, what's in the bag, driving distance, dispersion, all culminating in a stake called strokes gained.

Among the company's personalization methods are predictive analytics, data-driven, rules and logic. "It comes down to segmentation. There's a lot of power in segmentation, micro-segmentation."

Where is my data? As this panel's moderator said, "You have complete job security if you know what your data structure is." One panelist said she feels lucky in that her company has a data scientist housed in one place.

GasBuddy's car profile infers tank size and present segment offers through personalization. Emails to customers show how much they saved in a year, which looks a lot more significant than just on a weekly basis.

The top effective channels are email -- which is the most impactful, most effective for reaching inactive users and drives awareness -- and App push, good for recently engaged users and driving immediate response.